Friday, April 10, 2015

Singapore to increase MICE marketing funds

News this week: This week, the Singapore Tourism Board (STB) announced an increase of 35% in marketing budget will be made this year to boost the city-state’s MICE industry. The marketing strategy will focus on generating awareness through PR activities, advertising and increased participation in tradeshows.

According to STB’s assistant chief executive, Neeta Lachmandas, a “substantial sum” will go towards brand building and marketing campaigns. The STB will also build event attendance by raising awareness of specific events through advertising directed towards the delegates.

Lachmandas was quoted saying, “Prior to 2013 and 2014, we had a bit of a quiet period which we did not have that much of a destination branding for MICE. In the U.S. and Europe markets, we are targeting the association conventions as well as exhibition and conference event organisers; in Asia-Pacific, we see bigger opportunities for corporate meetings and incentives.”

This post is excerpted from BSG's weekly e-newsletter which is part of our subscription research service, BSG Tracker. Visit our website to find out more about this service. You can also follow us on Twitter for all the latest updates.

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